COLA MINI CASE: Fizzy Cola Is a Manufacturer of Sodas

Multiple Choice

COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be regarded as a symbol of American values and society and has traditionally supplied beverages to the United States Armed Forces. Given that Islamic law prohibits the consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing, non-alcoholic beverages in the Middle East. Due to current geopolitical conditions, however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola plans to tailor its marketing message to the specific needs and values of the potential markets in the Middle East. Market research, however, has been hindered by laws in the area, especially in Saudi Arabia, where gatherings of more than four people are illegal, making focus group research a near impossibility.
-In the COLA MINI CASE, marketers of Fizzy Cola must undergo a process of ________ in order to recognize the relevant factors pertaining to the usage of its products in the Middle East.

A) enculturation
B) acculturation
C) proculturation
D) novoculturation
E) adculturation